Brand Activism Scepticism
(2022) BUSN39 20221Department of Business Administration
- Abstract
- The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism... (More)
- The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism Theoretical Framework by Pimentel and Didonet (2021) to suppose a new component called Consumer Perceptions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9091718
- author
- Dagan, Gal LU and van Zeijderveld, Jessica LU
- supervisor
-
- Ulf Elg LU
- organization
- alternative title
- Consumer Validation of Brand Activism’s Moral Competency
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Activism, Brand Management, Consumer Perception, Consumer Validation, Branding
- language
- English
- id
- 9091718
- date added to LUP
- 2022-06-28 09:53:25
- date last changed
- 2022-06-28 09:53:25
@misc{9091718, abstract = {{The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism Theoretical Framework by Pimentel and Didonet (2021) to suppose a new component called Consumer Perceptions.}}, author = {{Dagan, Gal and van Zeijderveld, Jessica}}, language = {{eng}}, note = {{Student Paper}}, title = {{Brand Activism Scepticism}}, year = {{2022}}, }